Burger King just launched a new out-of-the-box offering that could either fuel your curiosity or make you scratch your head in confusion.
On Instagram, the global burger joint posted a Reel unveiling its upcoming "Flame Grilled Scented Birthday Candles" to celebrate its 70th birthday.
The new item, launched on the brand's Shopify, dropped Wednesday, June 5 and retailed for $0.70.
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Netizens' reactions to the reveal were mixed, but are probably what a lot of us were thinking anyway.
"Who in their right mind would even want this?" and "Imagine walking into someone’s room to be treated with a strong bk scent," were among the comments from confused users.
Others expressed excitement and leaned into the unusual product, with one wishing she would get one on her birthday.
Regardless of the mixed reactions, the product has sold out only minutes after dropping.
Burger King's Daring Marketing
The fast-food joint has long been known for its outlandish marketing stunts.
Late last year, Burger King collaborated with renowned sportswear brand Fila for a flame-grilled sneaker embellished with the restaurant's signature colors.
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Last January, it launched the Candied Bacon Whopper, mixing savory with sweet to offer its fans an all-new dining experience.
In April, Burger King UK released a hilariously weird ad series starring a merman.
While a Flame Grilled Scented Birthday Candle may seem like a totally crazy idea, it's nothing unusual for the daring burger joint.
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Editing by Katherine 'Makkie' Maclang